"What is a Newsfluencer?": Conversations About Identity, Social Media Platforms, and Journalism Boundaries

Abstract

This thesis examines the journalistic field position and perspectives of U.S. and Canadian “newsfluencers”: a portmanteau coined by Edward Hurcombe (2024) of “news” and “influencer.” Newsfluencers are content creators who regularly post about news across social media platforms and employ social media influencer (SMI) marketing practices, like self-branding, to cultivate engaged and participatory audiences. SMIs are internet personalities with substantial followings that ‘influence’ their audiences’ lifestyle and purchasing decisions. Focusing specifically on non-affiliated newsfluencers—or creators with no formal journalistic training or media background—through semi-structured interviews, this research explores how they: 1) navigate platforms and SMI strategies to gain followers, 2) establish relationships of trust and credibility, and 3) identify as ‘inside’ or ‘outside’ of journalism. Using field theory and boundary work to guide analysis, the findings add to existing literature surrounding newsfluencers and illuminate the role of non-affiliated newsfluencers in connecting with contemporary news audiences.